Dive Brief:

• Macy's on Monday announced that it will stop selling fur by the end of fiscal 2020, according to a company press release. 

• The policy applies to all Macy's and Bloomingdale's private brands, products sold from brand partners and it's off-price offshoots, including Macy's Backstage and Bloomingdale's The Outlet. Additionally, the company will be closing its Fur Vaults and salons.

• The commitment was made in partnership with the Humane Society of the United States. "We curate our assortment based on the wants and needs of our customers. Our customer is migrating away from natural fur and we are aligning with this trend," Macy's stated. 

Dive Insight:

Macy's is the latest company to join a larger movement to ban fur. 

While its use has always been contested in fashion, the movement to go fur-free has built momentum in the past few years, with companies including Prada, Burberry, Gucci, Ralph Lauren and Versace announcing that they will not sell products containing fur. The move also comes on the heels of California becoming the first state to ban the sale of animal fur, which makes it unlawful to sell or manufacture fur products in the state. 

"Macy's private brands are already fur free so expanding this practice across all Macy's, Inc. is the natural next step," Macy's CEO Jeff Gennette said in a statement. Instead, the retailer will focus on providing products with faux fur or other "fabric innovations." The new policy, which aligns with Fur Free Alliance guidelines, does allow ethically sourced sheep fur products and cattle fur. 

People for the Ethical Treatment of Animals (PETA) has been urging Macy's to stop the practice of selling fur since the 80s and made the company a target of protests. "PETA members have never let up in campaigning for Macy's to go fur-free," the organization said in a press release detailing its protests against the department store. "We're toasting its decision to drop fur."

Macy's will close down its Fur Vault, which provides storage, cleaning, repair and alteration services to clientele. The retailer stated that it will provide a transition plan to customers who currently use those services.